Our second of three posts highlighting our May speaker panelists. This time we’ll get to know Justin more.
Justin Nathanson, Lead Producer and Founder
The Cut Company
What is your favorite viral video?
I like some for their humor, some for their marketing effectiveness, and some to just brighten my day.
I’ll cover those 3:
- I am tempted to say for an all out, turn it on, brighten my day clip it has to be something like “hahaha” It is simple, and pure, and has nothing to do with anything, but to make you feel good.
- For humor, I am a big fan of Jake and Amir’s Prank Wars. It has everything. Humor, cleverness, suspense, sequels, and finally: advertising sponsorship. You must start with part one, then though every one to the latest episode, part 7. A second in this category? “The Landlord” For a way close 3rd? average homeboy
- For advertising and marketing effectiveness, “Will it Blend”. Does viral marketing ever actually work? If it involves blending everything from iPhones to golf balls, then yes, it does. A viral campaign of infomercials, the Blendtec series hit it big when Blendtec founder Tom Dickson showed off the Total Blender’s power by taking requests online and attempting to blend everything he could get his hands on. The Total Blender sold kabillions of units because of this campaign, and has currently blended over 85 items and garnered tens of millions of views — even spawning a popular interweb catch phrase: “WILL IT BLEND?“
What first drew you to a career in video?
Primarily, acting. I was a childhood actor. That is what got me into making films. But there was so much down time between projects. So a light went on several years ago – when I realized I could stay creative between the movies and tv shows that took serious time to put together. I could use my ability to tell stories in this new medium – the internet. In the late 90′s I was directing 2 web shows concurrently, one called “DJ BOOTH” and another called “Bachelor Chef” – which at time had over half a million views, each. Soon, that “dot com” folded, like so many others at that time. But I noticed that I could use my skills commercially – to help other businesses, companies and organizations flourish and prosper, by designing my own video advertising and marketing company.
What is one of your favorite projects that you have been a part of?
I am loving what I am a part of right now. I am working hard to educate the businesses of this region on the effectiveness of web video as an advertising and marketing medium. This coming year is going to be fun, and our client list growing very nicely. One fun project is The Charleston Green Fair, where we have begun to produce some viral video spoofs and are getting pretty creative. We have got nothing but good feedback, and the videos are working to drive traffic right back to the client, as anticipated. We have a wealth of interesting projects and challenges to face over the next year, including a new video website which for the most part is still in Beta, officially launching early summer. The goal is to provide the technology for local companies to market their videos we produce for them, to drive business.
Tell us something about you many people wouldn’t know?
I danced on Club MTV for 32 episodes in high school, I secretly want to be a ninja, and once talked on the phone with Sinead O’Conner for 3 hours.
Don’t be the only marketer not at this luncheon. Register now for, “Multimedia and Marketing – How to Make it Work for You.“
Flickr Photos
